Interesting news this morning from Lewis Hamilton. The many times World F1 champion, tech fan and of course high profile vegan, is launching what he claims to be the first ever international plant based burger chain.

Ready to take on McDs, KFC and all the other fast food joints, Neat Burger launches in London on Sept 2nd with a load of restaurants across the globe to follow.

Lewis Hamilton is collaborating with Tommaso Chiabra who is a UNICEF Ambassador and was an early backer of Beyond Meat.

The pair say “Neat Burger promises to transform the way people see plant-based food by appealing not only to those who follow plant-based diets, but any individuals – meat-eaters included – who want delicious meat-free dishes that are more sustainable, healthier and ethical. ”

With its first outlet opening just off Regent Street, the team has ambitious plans to expand the concept globally with 14 franchises scheduled in the next 24 months.”

What you will be eating is basically Beyond Meat patties which have been souped up by Neat’s team of chefs. The menu will consist of three, core burgers – ‘The Neat,’ ‘The Cheese’ and ‘The Chick’n’, as well as ‘The Hot Dog,’ with sides including skinny fries, sweet potato fries and tater tots.

Tommaso Chiabra adds: “The meat industry is the biggest contributor to greenhouse emissions and its environmental impact is no longer sustainable together with the growth of the population. Neat Burger aims to disrupt the non-sustainable food industry and become a force for good”

Lewis explains: “I’m very passionate about being kinder to our world and also really respect Neat Burger’s commitment to more ethical practices and supporting small businesses, so this is something I’m also really proud to support.”

So is it exciting news – or has London now just got a few too many vegan burger outlets? Or maybe it would be better to eat at local vegan owned restaurants rather than opt for wannabe global chain joints? What do you think?